Meet the winners of the Asia Fruit Awards
Presented by Asia Fruit Logistica and Asiafruit Magazine, the Asia Fruit Awards announced its winners for 2025 during the AFL expo in Hong Kong. In selecting the winners, the organizations celebrated excellence and recognized outstanding achievement in the regional fresh produce business.
The Marketing Campaign of the Year Award went to Dole
Dole China scooped the Marketing Campaign of the Year Award for its milestone Dole Banana 125th Anniversary campaign. Partnering with Minions, McDonald’s, and major sporting events, the large-scale campaign promoted the company's core message: ‘Choose Dole for Great Bananas.’
The global banana producer and distributor executed a four-pronged strategy, including cross-industry collaboration, linking with global IP brands, retail integration, consumption scenario innovation, and sports marketing.
Announcing the winner, Asiafruit Magazine editor John Hey said the high-profile campaign had significantly boosted Dole’s brand recognition in China, and its partnerships with global IP brands generated a massive online following.
“This award honors the tireless growers on our own farms worldwide, and our team’s excellence in strategic partnerships, channel integration, and consumer-centric innovation,” said Leo Li, national sales director of Dole China, who accepted the award.
City Fresh Fruit is Importer of the Year
In the category of Importer of the Year, leading Thai fruit importer-distributor City Fresh Fruit took home the award. Founded in 1989, the family-owned company was singled out for its professionalism and progressive approach to developing the fruit import business.
Rather than simply trading fruit, City Fresh has a strong focus on the consumer, Hey noted. It has embraced digital transformation through active promotion and direct-to-consumer sales via online and social media channels. This includes the development of innovative pre-packed offerings tailored for online buyers.
The importer was also recognised for its strong relationships with global suppliers, which have made it a key distribution partner for leading brands such as Driscoll’s, Zespri, Pink Lady, Dole, and OZblu.
“Over the past five years, we’ve invested a lot of effort into evolving the business,” said Wongsakorn Chatamornwong, deputy CEO of City Fresh Fruit, who accepted the award. “This recognition is a great honor, and it will motivate us to continue on that path.”
Central Retail Vietnam took home the Produce Retailer of the Year Award
The Produce Retailer of the Year Award went to Central Retail Vietnam, the leading foreign-owned multi-format retailer in Vietnam. The company operates 89 food retail stores across the country, including hypermarkets, urban supermarkets, and semi-rural and rural supermarkets and hypermarkets, under the mini go! and Lan Chi Mart banners.
Asiafruit magazine and AFL recognized the company for its strength and scale in sourcing and procuring fresh produce. It has been a pioneer in developing direct sourcing of imported fruits in Vietnam and building international partnerships, Hey noted.
Pham Dieu Linh, Central Retail Vietnam’s fresh international sourcing commercial manager, collected the award.
“Receiving the Asia Fruit Award for Produce Retailer of the Year is a proud milestone that reflects our dedication to making premium, safe, and diverse fresh produce accessible to millions of shoppers across the country, and to connecting our market with top-quality supply from around the world," said Nguyen Thi Bich Van, Central Retail Vietnam’s head of PR and communications.
The Impact Award goes to... Rijk Zwaan
Finally, leading seed breeder Rijk Zwaan was presented with the Impact Award for its Asia investments to develop tailored products and solutions that benefit the fresh produce supply chain and wider agricultural communities. The company has demonstrated a commitment to developing genetics suited to local climatic conditions in the markets that require them most, such as Vietnam, China, and India, Hey noted.
Beyond genetics and R&D, Rijk Zwaan was recognized for its in-market customer support, which includes organizing field days and educational programs, as well as creating technological solutions for local producers, such as greenhouse construction.
“We are very proud and honoured to receive the Asia Fruit Impact Award,” said Jan Doldersum, Rijk Zwaan’s manager chain and retail, who accepted the award. “Creating impact is what matters for the long term.”
“We heartily congratulate our fantastic Asia Fruit Award winners,” said David Axiotis, managing director of Asia Fruit Logistica organizer, Global Produce Events. “All four winners are to be commended on their remarkable achievements and pioneering efforts.”
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